A carte blanche given to Susanna Nicoletti

Brand Washing: A Growing Blind Spot in Luxury Fashion

In the latest Carte Blanche episode of Visionary Minds, we explore a growing yet rarely addressed issue in the luxury fashion industry: brand washing. Through the sharp and unfiltered perspective of Susanna Nicoletti, senior marketing and branding executive and luxury brand strategist, this episode sheds light on how iconic fashion houses are being weakened from within — not by lack of creativity, but by a loss of strategic brand discipline.When Creative Freedom Overtakes Brand Identity

In this unfiltered episode, Susanna introduces the concept of brand washing: a phenomenon that occurs when creative directors are given unchecked freedom, allowing personal vision to override brand identity, heritage and customer expectations. While disruption is often celebrated in fashion, this conversation challenges the idea that constant reinvention equals progress. In luxury, brands are not blank canvases — they are systems of meaning, recognition and trust, built patiently over decades.

Why Brand Equity Still Drives Long-Term Growth in Luxury

This episode goes far beyond runway aesthetics or seasonal collections. It addresses fundamental issues of luxury brand strategy, creative leadership and customer loyalty. When brand pillars are ignored, familiarity fades, loyal customers disengage and business performance inevitably suffers. Hype may generate attention, but it rarely builds sustainable growth. In luxury, long-term brand equity remains one of the strongest drivers of value, relevance and resilience.

A Strategic Wake-Up Call for Fashion and Luxury Leaders

For luxury brands, creative agencies and decision-makers navigating an increasingly volatile industry, this Carte Blanche episode is a powerful wake-up call. Creativity must serve strategy, not replace it. Protecting brand identity while evolving with clarity is what separates enduring fashion houses from short-lived trends. Listen to this episode of Visionary Minds to rethink creative direction, brand governance and what it truly takes to build luxury brands that last.

Why you should listen

This episode is for anyone who believes luxury brands deserve more than noise and short-term hype. If you work in luxury brand strategy, creative direction, marketing or leadership, this Carte Blanche will challenge how you think about creativity, power and responsibility in fashion. Susanna Nicoletti offers rare, experience-driven insight into what truly drives long-term brand value — making this episode essential listening for those shaping the future of luxury.

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